community relations
MIX, MINGLE,
& MAKE A
DIFFERENCE
Hillside Village gives a lesson in how to live local
An annual event at Hillside Village (Cedar Hill, USA), “Cheers to Charity”
provides local non-profit organizations with the opportunity to spread the
word on their respective programs. Featuring live music, complimentary
wine, light bites, and shopping, the wine walk is a time for shoppers to mix,
mingle, and learn how to make a direct impact locally. Looking to generate
awareness of individual causes and North Texas Giving Day (NTGD), the
event includes exclusive one-night specials, VIP swag bags, and in-center
wine stops.
“[North Texas Giving Day] is one day a year [when] if people donate
to a registered non-profit through the NTGD website, there is an
opportunity for [the organization] to receive additional funds through
the Communities Foundation of Texas. Donors have the option to
schedule their donations and “Cheers to Charity” is held on the first
day that scheduled donations are permitted,” explained Debra Martinez,
marketing director for Hillside Village.
This September, the center invited several organizations to set up their
stations and share their work. In addition to shining a spotlight on a list
of worthy causes, “Cheers to Charity” increased overall center traffic and
served as a social experience for shoppers on a weeknight. Once registered,
attendees received a summary of the event in the form of a tri-fold flyer. The
handout included the details of the program, a list of special perks, offers,
and wine stops, a map of the center, a letter-based and color-coded key
referencing store stops, and themed-graphics. Leading up to the big night,
the team applied the following channels of promotion: a dedicated e-blast,
social and digital marketing, in-center signage, a print ad in the local paper,
and word of mouth via local and loyal donors.
THE BOTTOM LINE
The total budget for the event was $5,200. It covered promotion, collateral
material production, staffing, and refreshments.
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